Beyond blog posts: Your guide to the 5 types of content every business should produce

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If you've been following us at Mint Content for a while, you'll know there’s a lot more to content marketing than just blogging.

You'll also know that your company knowledge is a valuable asset that can be transformed into a range of marketing content. With the right content strategy in place, you can produce content that:

  • Showcases your expertise
  • Positions your company as an industry leader
  • Educates your audience.

The problem: producing different types of content can seem daunting at first. Why do you need to produce a white paper? What's the point of creating an ebook, and where do you start? When is a blog post more appropriate than a brochure? 

To answer these questions and more, here's our guide to five key pieces of content, and when to use them. 

1. White papers

White papers may have a reputation for being bland and dense, but when well-written this is far from true. A white paper is a powerful tool for lead generation, allowing you to establish authority and gain trust with potential clients. It gives you a chance to dive deep into your topic and show your audience you know your stuff.

Your white paper should explain a problem and offer a solution, without coming across as a sales pitch or being overly promotional. It's a high quality report that persuades your audience with evidence, rather than hype.

White papers are often published to describe a new technology about to be launched, because they succinctly but clearly explain a complex concept.

2. Ebooks

The cool and casual sibling of the white paper is the ebook. Presented in a book-style format, ebooks are broken up into readable chunks of text that are easy to skim. They also make the most of graphics, images and diagrams. 

Like white papers, ebooks are a high-value resource that can improve your lead nurturing processes. They are an opportunity to educate readers and establish your company as an authority in your industry. Ebooks are a perfect way to present a relevant how-to guide, unpack company research, or explain a new service.

3. Case studies

When you have enough of them, case studies become a written portfolio of your company’s work. You can show off your successes and break down the process you went through to solve client problems. This helps potential clients visualise a positive outcome they’ll gain from working with your company.

We love case studies most of all because they're a persuasive form of social proof. Read more about how to write a winning case study. 

4. Articles / blog posts

Articles and blog posts are shorter, and often more casual, than other types of content. But that doesn't mean they're any less important. 

Because of their shorter length, articles are easier to produce more frequently, meaning your blog content is up to date. This is the perfect way to make your website the go-to source for tips, insights and news about your industry.

Not only do they let you share knowledge with your audience, articles give you the opportunity to discuss a wide range of topics to suit your client’s needs. Use your blog to answer customer questions, explain concepts, tell stories and discuss topical issues.

5. Social media posts

Social media keeps your brand at the forefront of your audience’s mind. It helps you build strong customer relationships, and is the ideal platform for sharing other types of content. You can use it to promote other content and share company news while also engaging your customers in a two-way conversation.

As a more casual and interactive type of content, social media allows you to show your human side by sharing company culture, client’s stories and celebrating important dates.

Bonus: other types of content

Of course, we couldn't limit our selection to just five content types. Other pieces of content worth adding to your repertoire include:

Electronic Direct Mail (EDM)

EDMs are a  simple way to maintain engagement and interest with your customers. They encourage website traffic with links back to your website through enticing content and/or personalised offers. EDMs also generate valuable data about your audience and how they’re responding to your messages.


Whether telling your business’s story, explaining how something works or promoting your products, video content is an extremely effective form of content.


Infographics are great because you can convey a large amount of information in an interesting and easy to consume format. They are powerful tools for educating and influencing your audience.

If the ideas in this blog post sound good in theory, but actually developing content seems too time-consuming and difficult, enlist the professionals. Contact our team at